Class Code: PP111
FLSA Status: Non-exempt

Marketing Specialist

Bargaining Unit: SEIU- SEA

DEFINITION:

Under general supervision, a Marketing Specialist develops, coordinates, and implements public information, communications, and/or outreach programs, projects, strategies, and activities in support of Santa Cruz METRO services, programs/campaigns, and events; creates and ensures accuracy of marketing and informational materials; and performs related work as required. 

DISTINGUISHING CHARACTERISTICS:

Marketing Specialist is a journey-level classification responsible for performing a variety of marketing, public outreach and education, and/or communications support duties, including creating content, basic graphic design, event coordination, and community engagement. Positions at this level exercise judgment and initiative in their assigned tasks, receive only occasional instruction or assistance as new or unusual situations arise, and are fully aware of the operating procedures and policies of the work unit.  

EXAMPLES OF DUTIES AND RESPONSIBILITIES:

The duties listed below represent the various types of work that may be performed. The omission of specific statements of duties does not exclude them if the work is related or a logical assignment to this class.

  • Plans, organizes, and coordinates Santa Cruz METRO’s marketing, community outreach and liaison, public information and education, and communications and graphic design programs, projects, strategies, and activities.
  • Monitors and tracks progression of projects and programs from initial planning through completion to ensure timely completion.
  • Develops and maintains relationships with various internal and external stakeholders and community partners throughout Santa Cruz County including business, civic, and educational organizations, homeowner/community associations, transit-user groups, and area boards and commissions; assists in establishing contacts with media outlets; represents Santa Cruz METRO before various public and private sector organizations; schedules meetings as needed.
  • Researches and collects data from various sources such as interviews with riders, representatives, community partners, organizations, and employees.
  • Provides information via presentation, phone, or written communication on marketing, community outreach, and public information and education events and campaigns to various stakeholder groups. 
  • Coordinates with other Santa Cruz METRO departments such as marketing, planning, fleet, fixed-route operations, paratransit operations, human resources, and customer service to implement programs, projects, strategies, and events. 
  • Plans and creates graphic designs and artwork for marketing, engagement, education, and informational materials; takes and edits photos and videos; assists in designing and redesigning publication and site layouts. 
  • Writes and edits materials such as Santa Cruz METRO’s quarterly publication (Headways), advertisements, news releases, brochures, pamphlets, newsletters, flyers, postcards, campaigns, internal communications, alerts, reports, and other marketing and informational materials.
  • Creates content for, posts on, and uploads photos/artwork to Santa Cruz METRO’s websites, internal and external blogs, and organic and paid social media sites; assists in creating and updating web ads and web design and backend web updates.
  • Plans and coordinates various internal and external events including developing and coordinating schedules, staffing, logistics, and resources; oversees and directs staff and logistics before, during, and after events. 
  • Creates and maintains calendars of campaigns, events, and related program activities.
  • Coordinates placement of paid advertisements on behalf of Santa Cruz METRO and on Santa Cruz METRO’s buses and at bus stops; evaluates effectiveness of advertisements and provides recommendations on changes to the supervisor.  
  • Organizes, orders, tracks, maintains all marketing orders, materials, invoices and services and tracks all budget expenditures for the marketing department 
  • Transports materials and supplies to and from sites; manages marketing inventory. 
  • Assists in preparing contracts and negotiating scope of services, costs/budget, and timeline for professional/consultant services and/or event spaces; manages vendor/consultant performance; monitors contracts for compliance with Santa Cruz METRO policies.
  • Prepares printing and production specifications for print vendors; places orders and expedites deliveries as needed.
  • Verifies and reviews materials and publications for completeness and conformance with established procedures; ensures materials and publications are accurate and current. 
  • Drives a Santa Cruz METRO vehicle to perform assignments. 
  • Performs related work as required.

EMPLOYMENT STANDARDS:

Knowledge of:

  • Concepts, practices, procedures, methods, and techniques used in planning, coordinating, and implementing marketing, community outreach and liaison, public information and education, and communications and graphic design programs, projects, strategies, and activities for internal and external audiences.
  • Writing and editing techniques including content development, elements of persuasive writing and argument, preparation and editing of publications, and newspaper style and format.
  • Basic principles and practices of graphic design, layout, and print production, including an understanding of design concepts and applications and appropriate use and presentation of graphics, photographs, and videos. 
  • Public speaking techniques and practices.
  • Applicable federal, state, and local laws, codes, regulations, technical processes, and procedures related to the program to which assigned.
  • Methods of maintaining information in digital or hard copy files.
  • Technical methods of researching, gathering, organizing, and reporting data.
  • Methods of prioritizing, planning, and organizing work.
  • Time management techniques.
  • Techniques for providing a high level of customer service by effectively dealing with the public, vendors, community partners and individuals of various ages, socio-economic, and ethnic groups.
  •  Modern office practices, equipment, and communication tools used for business functions and program, project, and task coordination, including computers and software programs relevant to work performed. 

Ability to:

  • Plan, organize, and coordinate marketing, community outreach and liaison, public information and education, and/or communications and graphic design programs, projects, strategies, and activities.
  • Communicate clearly and concisely, both orally and in writing, using appropriate English grammar and syntax.
  • Design, write, prepare, produce, and deliver accurate and effective communications.
  • Compose correspondence, reports, and other written materials independently or from brief instructions.
  • Create graphic designs and artwork.
  • Learn and understand the organization and operation of Santa Cruz METRO and of outside agencies as necessary to assume assigned responsibilities.
  • Gather, record, and summarize data in a variety of formats.
  • Maintain records with accuracy and attention to detail.
  • Adhere to established work schedules and timelines.
  • Work independently.
  • Balance multiple assignments simultaneously and effectively.
  • Work and interact with the public, vendors, community partners and individuals of various ages, socio-economic, and ethnic groups.
  • Maintain a calm demeanor in stressful situations. 
  • Safely operate a vehicle to perform assignments. 
  • Effectively use computer systems, software applications relevant to work performed, and modern business equipment to perform a variety of work tasks.
  • Establish and maintain effective working relationships within the department and with other divisions, departments, agencies, and the public.

MINIMUM QUALIFICATIONS:

Any combination of experience and education that would likely provide the required knowledge and abilities is qualifying.  A typical way to obtain the knowledge and abilities would be: 

Education, Training, and Experience:

Two (2) years of coursework from an accredited college in business administration, marketing, communications, public relations, or a related field.

AND/OR

Three (3) years of experience in advertising, marketing, public relations, events/outreach, customer service, or business-related areas.

LICENSES AND CERTIFICATES:

A valid California Driver’s License will be required at the time of appointment and throughout employment.

Must be able to obtain and maintain a current, valid California Class “C” Driver’s License.

PHYSICAL AND MENTAL DEMANDS:

The physical and mental demands described here are representative of those that must be met by employees to successfully perform the essential functions of this class.  Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Physical Demands 

While performing the duties of this job, the employee is frequently required to reach with hands and arms; walk, sit and stand; use finger dexterity; talk and hear, and use a keyboard.  Work often requires the repetitive use of both hands to grasp and feel objects, stooping at the waist, and standing.  Work may require lifting up to 30 pounds unaided.  Specific visual abilities required for this job include close vision, distance vision, the ability to see colors and shades, and the ability to perceive depth. 

Mental Demands 

While performing the duties of this job, an employee uses written and oral communication skills; reads and interprets data, information and documents; analyzes and solves problems; uses math and mathematical reasoning; performs highly detailed work; deals with multiple concurrent tasks; and interacts with others encountered in the course of work.

Work Environment: 

The employee typically works in an office environment where the noise level is moderate.  The employee also works in a field environment with potential exposure to varied weather conditions, dust, fumes, and hazardous materials and where the noise level is loud. The employee will also ride METRO services including fixed-route and paratransit services and interact with riders.

OTHER CONDITIONS OF EMPLOYMENT:

  • Must pass a requisite background check.
  • May occasionally work extended hours or hours outside of the regular schedule including weekends and some holidays. 

*Adopted: 12-15-2023
*BOD Approved: 12-15-2023
*Revised: 00-00-0000
*Job Family: Marketing

* Job Series: Marketing Administrative Series

*Job Series Level: Journey

Class Code: PP111
FLSA Status: Non-Exempt
Bargaining Unit: SEIU-SEA